(image from www.fashion-press.net)
(info from www.stellamccartney.com,
www.fashion-press.net & www.fragrantica.com)
For fall 2014, Stella McCartney‘s first fragrance, Stella, has been relaunched. The fragrance was originally launched in 2003 and the relaunch involves changes in packaging and a revamp of the advertising campaign.
According to Fragrantica, Stella’s fragrance composition remains unchanged and it still features mandarin, peony, rose, and amber.
The relaunched Stella is currently available in eau de parfum in 30ml (£42), 50ml (£58) and 100ml (£74). The range also includes Soft Body Milk (200ml, £40). They are now available at www.stellamccartney.com.
(I had been wondering why Stella McCartney didn’t release a summer 2014 edition of Stella. I suppose the relaunch of Stella is the main reason.)
(image from www.stellamccartney.com)
In terms of the packaging, the collar around the lid is now in gold instead of the original silver, and it seems that the dots that make up “STELLA” on the collar are in plum instead of the original black. The new plum outer box features gold polka dots.
What has taken a sharp turn is how the fragrance is visually marketed. Past Stella campaigns created a sensual, feminine and classic feel for the fragrance. Have a look at this TV ad from several years ago:
The new ad is attempting to build a bolder, edgier and more playful look for the fragrance:
I have been wearing Stella for about nine years and it is among my favorite fragrances. Personally, the new image does not go with my perception of the fragrance. For me, Stella is elegant and sophisticated, and it has a soft depth that I find calming and comforting. Obviously, the relaunch aims to re-characterize the fragrance to reach new demographics. Therefore, maybe it does not matter that some existing fans might not like the new portrayal because we already love the fragrance itself.
While I am fairly sure that I will purchase the relaunched Stella to add to my collection, I am curious to see how much the suggestive power of advertising can influence (or alter, to be more specific in some cases) people’s perception of this product.
Updated on February 12th, 2015:
Read my review of the relaunched Stella.
Related posts:
Stella McCartney Sheer Stella 2004-2007, 2008, 2009, 2010, 2011
Stella McCartney Stella Summer Rose 2012 & Stella Summer 2013
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